The C-Tribe Leaders Video Series seeks to discover, uncover, and share the stories of innovators working on the world’s biggest problems. I hope that this video content can align with our C-Tribe Festival as we work to bring enlightened thinking and creativity to a billion people.
Due to lack of funding currently, we weren’t able to hire a production or post-production crew, but the constraints of not having resources has forced us to be creative and, at the very least, it has given us the opportunity to put together a sound and visual bite of how we foresee a series like this developing.
As much as our videographer & creative friends would eek at some of the edits or shots, please share your feedback on the content and not the production. The production team is being built as we speak I’m putting this out into the world without really testing it, so please be honest!
It took us a few consecutive days of pulling all-nighters, and a ton of coffee to complete this video. Outside of some of the shots that were captured by Christopher Peacock, no additional hours or money went into this trailer. Our goal was to create something that would communicate the message of the series with the least amount of resources and with the greatest amount of impact.
As we were working on this, it occurred to us that what inspired the messaging for this series (the impact of disruption), was the reason we’re even in a place to create something like this today. Peter H. Diamandis talks about the 6 D’s of Disruption (digitization, deception, disruption, demonetization, dematerialization, and democratization) and we were exposed to this for the first time this fall when we joined the ATB delegation to the Singularity Conference in Toronto.
We hope to share with you why these 6 D’s are important to note and how it applies to me having the ability to create this video today. Maybe it will spark some creativity in whatever industry you’re in.This video would not have been possible 10 years ago. The 6 D’s explain why that is:
“Digitization – Digital information becomes easy to access, share, and distribute.” The internet is only a few decades old.
We would not have had the ability to seek inspiration from other content creators since YouTube was just being acquired by Google in 2008 (YouTube has only existed since 2006). It would be impossible for us to have sourced the free stock footage clips from websites like Pixabay since it was only established a few years ago.
Drones weren’t as easily accessible back then either, so the content development for the aerial shots would have been very scarce and expensive (think renting helicopters). On top of this, We would not be able to find the right video tutorials for software like InDesign, Illustrator, or iMovie. Ten years ago, we would most likely have to have gone to school to acquire this technical knowledge—We’re still very early stage content creators, but we’re happy with the progress since a lot has been self-taught.
When it comes to marketing, we would not have an audience like we do today (IG, Facebook, Medium etc.) to share this message! The exponential growth in the digitization of content has reduced the barriers and increased the access to an abundance of information-based technology.
“Deception – When something starts being digitized, its initial period of growth is deceptive because exponential trends don’t seem to grow very fast at first. Doubling .01 only gets you to .02 then .04 and so on. Exponential growth really takes off after it breaks the whole number barrier. 2 quickly becomes 32, which becomes 32,000 before you know it.”
As mentioned above, YouTube was created in 2006. The adoption was relatively slow, but now they boast 1B users (a third of all internet users). Facebook introduced video content on timelines in 2007 and now, more video content is uploaded every 30 days than the major U.S. networks have created in 30 years.
There are kids on the internet today that grew up as video natives, not knowing that this form of content didn’t really exist on the internet at some period in time. New job descriptions are being created around the video economy and 74% of all traffic on the internet is allocated to video. 10 years ago, platforms like TELUS Story Hive wouldn’t have existed because video consumption until video consumption picked up.
Exponential industries start off to be deceptive at the beginning, but before we know it, they become common practice. If this is what happened to just the video industry, what does this mean for all the other emerging industries that are brewing at our footsteps? More importantly, what does this mean for industries that are here today and could be gone tomorrow?
Disruption – “The existing market for a product or service is disrupted by a new market the exponential technology creates because digital technologies outperform in effectiveness and in cost.”
Entertainment and traditional news industries have become disrupted and have allowed for products like C-Tribe to exist today.To Peter Diamandis’ point, new options have been created that are digitized and cheaper to scale. Before, if we wanted the type of reach or exposure that platforms like TELUS Story Hive have created, we would have to approach a Hollywood producer, or a TV network to see if they would give us some air time.
Although both are very viable means to reach large audiences, organizations like Netflix, TELUS Story Hive, and Facebook have dramatically decreased—and in some cases, replaced (think Blockbuster)— the need for such industries. We are now more reliant to push our videos out on social media because that is where our audience attention lies and where we get the most bang for our buck. Social media has provided the foundation for many industries to be re-imagined.
Demonetization – Money is increasingly removed from the equation as technology becomes cheaper.
Back to my earlier example about the stock footage: Outside of a few clips we grabbed from Chris, a lot of our video content was built entirely on stock footage. 10 years ago this was unheard of. We would have to hire a production team to capture these shots and the costs would have been enormous.
Websites like Pixabay and Unsplash have demonetized the necessity to spend large amounts on content since they have been able to create other monetization streams. This is just a small example as to how demonetization contributes to disruption.
Companies (i.e. Blockbuster) and individuals that failed to adapt became out-priced in the marketplace and eventually become obsolete. This rampant change is only getting started as we see the cost of many more items in the video development industry affected by the reduction in price.
“Dematerialization – Separate physical products are removed from the equation. Technologies that were once bulky or expensive, are all now in a smartphone that fit in our pocket.”
If we consider what it took for us to produce the content, we used a $1300 MacBook to edit video and
an $800 cellphone device to record the audio. Please note: it isn’t Hollywood quality, but dematerialization has made it possible for emerging players to create video with everyday devices. We could have chosen to capture footage on a standard iPhone or Android device.
We recorded audio on my phone instead of a standard recording device or using a high profile mic. Dematerialization is one of our favourite tools for disruption given that it reduces clutter and makes the production process very travel-friendly.
Democratization – Once something is digitized, more people can have access to it. Powerful technologies are no longer only for governments, large organizations, or the wealthy.
We’ve all heard that relatively old adage: our cell phones have as much computing power than all of NASA had in 1969 when they put the first man on the Moon.
Moreover, video development hardware and software is becoming increasingly powerful which is allowing for individuals with little to no experience (like us!) to draw from past experiences, binge watch tutorial videos, and put something together something presentable for the Story Hive competition.
Democratization is the final step in the stage of disruption as equal playing ground is offered to more people. and it correlates strongly with C-Tribe’s mission of technology and innovation being a fair playing ground for all.
What are your thoughts on the 6 D’s of Disruption? How do they impact the industry that you’re in? Better yet, how will you use this to your advantage to be a disruptor?